SEO

How to write meta descriptions that actually get clicks

You spent hours writing a blog post. You optimized the title, picked the right keywords, and added internal links. Then you left the meta description blank and let Google auto-generate one from a random paragraph on your page.

Adrian

• 2 min read

I've done this. More than once. And the result is always the same — Google grabs some awkward sentence fragment that makes zero sense out of context.

What a meta description actually does

It's the little snippet of text that shows up under your link in search results. It doesn't directly affect rankings (Google confirmed this years ago), but it affects click-through rate — and that matters a lot.

Think of it as a movie trailer. The title gets attention, but the description sells the click.

<meta name="description" content="Learn how lazy loading images speeds up your site and improves SEO. One HTML attribute, zero JavaScript required." />

The formula I use

After testing dozens of variations, I settled on a simple structure:

  1. Start with what they'll learn or get — not what the article is about.
  2. Include the main keyword naturally — don't stuff it in awkwardly.
  3. Keep it under 155 characters — Google truncates anything longer.

Bad: "This article discusses the importance of website speed and various techniques to improve loading times for better user experience."

Good: "Your site is slow because of images. Here's the one-line HTML fix that cuts load time in half — no plugins needed."

See the difference? The first one sounds like a textbook. The second one sounds like someone who's been there and solved it.

Common mistakes

Writing the same description for every page. Google treats duplicate meta descriptions as if they don't exist. Each page needs its own.

Being too vague. "We offer great services for your business" tells me nothing. What services? What business? Why should I care?

Forgetting the call to action. Phrases like "Learn how," "Find out why," or "See the results" subtly push people to click. It's not magic — it's just good copy.

How to add them in HTML

If you're building your site manually, it goes in the <head>:

<head>
  <meta name="description" content="Your compelling description here." />
</head>

If you're using a CMS like Ghost, WordPress, or an AI website builder, there's usually a dedicated field for it. Don't skip it.

Does Google always use your description?

No. Google rewrites meta descriptions about 70% of the time, pulling text it thinks better matches the search query. But having a well-written one increases the odds that Google uses yours — and when it does, your CTR goes up.

TL;DR: Write meta descriptions like ad copy, not summaries. Start with the benefit, include your keyword, and stay under 155 characters. It's 30 seconds of work that can double your click-through rate.